Hennessy Gold Cup

Branding a racing institution

“The Hennessy” (as the Winter festival is referred to by racing afficionados) is an example of corporate sponsorship that has become synonymous with the event. Hennessy wanted to create an identity that celebrated this relationship.

BuroCreative created an iconic logo that carefully introduced an illustrative element to the Hennessy logotype. This was applied across signage and livery at Newbury, further linking Hennessy with horseracing. Invitations to the event added snowfake details, alluding to the season, made from illustrated racehorses and Hennessy bottles.

As fitting for such a prestigious event, these details were emphasised by premium materials and a luxurious foiled print finish.